I notice it even in written messages too, so it isn't always about getting someone's attention.
In written text it's also about focus of attention. I agree with Kavalan's statement.
However, in addition to that, people tend to want to get someone's attention more often, when they tell them negative things.
I'm not sure if this becomes the main source of negative perception of someone's name. Most people don't like their given name, even if many others would tell them how much they like it. The reason is perhaps just that you are getting bored with your own name. It might be wonderful, but hearing it over than 100 times makes you hate it.
I have associated my own name mostly with good news, for example good grades in school. That didn't prevent me from disliking it, because I soon had enough of it.
edit: Maybe in some future people will find better ways to call each other than names, and avoid things like this:
http://en.wikipedia.org/wiki/FM-2030
Names are strange not only because you might not like to be associated with your name, but also because
others might not like to associate you with your name. Names may become tools for control. If I name myself Master, you'd have to call me Master. 0.o If I name myself Shit, you'd have to call me Shit, even if you don't like using such label. Meaningless identification is the best, but that wouldn't be numbers, because numbers aren't really meaningless to some people (the number 23!!!!!!). My hope is to have a way to communicate by actually applying the real things that we talk about, as they are, not as grouping identifiers.
edit2: "How to Win Friends and Influence People" - I personally don't like that book and wouldn't trust anything said there blindly. Maybe I dislike influence in general, no matter who does it with who. I don't think life's goal should be to influence people and to "win" friends. Sounds like treating them as objects.